The purpose of the course is to introduce students to the issues of strategic marketing. The course is focused on international marketing management for global companies. The course is focused on the tools of strategic and tactical marketing in the international environment and their use.

Credit: activity in seminars and ongoing tasks (30%), Case Study - International Marketing Strategy (70%)

Exam: theoretical mastery of the topics covered (in the range of lectures, exercises and required reading), including practical application on specific examples will be tested by a written exam.

Zápočet: aktivní účast na cvičeních, zpracování úkolů, závěrečné zápočtové písemné práce

Zkouška: písemná - část teoretická a část praktická

R: DOOLE, I., LOWE, R. International Marketing Strategy. Cengage Learning EMEA, 2019. ISBN-13: 978-1473758742.

A: PRIDE, W. M., FERRELL, O.C., Marketing 2016. Cengage Learning, 2016. ISBN-13: 978-1305769786.

A: KINGSNORTH, S. Digital Marketing Strategy: An Integrated Approach to Online Marketing. 2nd Edition. Kogan Page. ISBN-13: 978-0749484224.

R: DOOLE, I., LOWE, R. International Marketing Strategy. Cengage Learning EMEA, 2019. ISBN-13: 978-1473758742.

A: PRIDE, W. M., FERRELL, O.C., Marketing 2016. Cengage Learning, 2016. ISBN-13: 978-1305769786.

A: KINGSNORTH, S. Digital Marketing Strategy: An Integrated Approach to Online Marketing. 2nd Edition. Kogan Page. ISBN-13: 978-0749484224.

Zápočet: aktivní účast na cvičeních, zpracování korespondenčních úkolů, závěrečné zápočtové písemné práce

Zkouška: písemná - část teoretická a část praktická

1. Introducing international marketing – strategic importance, international environment, differences between international and domestic marketing. International marketing planning process.

2. International trading environment and barriers to word trade – word trading patterns, development of word trading groups (European Union, Free Trade Area of the Americans, Asian Pacific trading region).

3. Social and cultural considerations in international marketing – social and cultural factors, culture and customer behaviour, cross-cultural analyses, social and cultural influences in business-to-business marketing.

4. International marketing management for global firms. Market entry strategies – indirect exporting, direct exporting, investment.

5. International niche marketing for SME – SME sector and role within the global economy, SME international strategies, SME marketing management.

6. International marketing strategy - planning, external and internal marketing environment, domestic and international markets, goals and strategy formulation, implementing, feedback and evaluating.

7. Product policy and product portfolio – factors affecting international product and service management. Managing products across borders.

8. Image, branding and positioning. New product development in the international environment.

9. Foreign and domestic market channels and building relationship in foreign environment. Trends in international retailing.

10. Pricing for international markets – domestic vs. international pricing, factors affecting international pricing policy. Developing pricing strategies, factors effecting international pricing decisions. Process of pricing and financing international transactions. Foreign currency factors.

11. International marketing communication strategy – promotion and integrated marketing communication, tools of communication mix (advertising, Public Relations, sales promotion, direct marketing and personal selling).

12. International marketing implementation and digital marketing – internet and e-business, international e-markets, impact of e-business on international marketing.

13. International Media. International and local corporate identity factors – a framework for communication strategy. Public Relations, external, internal and international factors. The specifics of PR in international political marketing.

14. International factors of corporate identity, corporate design, corporate culture, corporate image, corporate communication, corporate product. Crisis communication and steps of crisis management. Corporate social responsibility.